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Stan Olery

35 ROAS-killing Mistakes Brands Make.

Published 5 months ago • 1 min read

I audit dozens of D2C brands.

After seeing the same costly mistakes, I’m confident these are the ones to avoid.

Save yourself 19 months failing FB Ads and avoid these 35 ROAS-killing mistakes:
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I organized them into 4 key categories. ​
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​a. Financials
b. Creative Production
c. Data Analysis
d. Ad Account Structure​
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Financials hold the most potential for unlocking growth.
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​a. Brand financials.​
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1. Focusing on sales revenue and ROAS instead of NC-CPA.
2. Not knowing Target Cost per Acquisition (T-CPA).
3. Failing to set a reasonable creative testing budget.
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4. Failing to focus on customer lifetime value.
5. Ignoring cash flow management.
6. Take eyes off profit margins.
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​b. Creative Production.​
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7. Exaggerating claims in ad creative.
8. Not testing enough variations of an ad concept.
9. Making over 4 variations of an unvalidated ad creative concept.
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10. Mindlessly copying competitors.
11. Skipping the retargeting on the ad level.
12. Not diversifying creative assets
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13. Neglecting awareness levels.
14. Neglecting the narrative and storytelling.
15. Using generic hooks to capture the audience’s attention.
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​c. Data Analysis.​
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16. Switching off creative tests too early.
17. Letting Poor Performing Creatives run.
18. Putting 100% reliance on Facebook attribution.
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19. Not tracking creative metrics (hook, hold, and click-through rates).
20. Overlooking click-to-purchase ratio.
21. Assuming a creative will work.
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​d. Facebook Ad Account Structure.​
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22. Skipping the learning phase.
23. Running Ads to All SKUs.
24. Not setting up the FB ad pixel correctly.
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25. Optimizing events based on creative metrics.
26. Having more than 5 creatives in 1 ad set.
27. Have over 3-5 active campaigns**.**
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28. Not setting up the conversion API.
29. Spreading budget thin throughout multiple ad sets.
30. Not testing copy on the ad.
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31. Turning off performing creative assets.
32. Increase budgets too fast on testing ad sets.
33. Testing new creatives alongside winners
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34. Not using lookalike audiences effectively.
35. Not adjusting targeting based on performance metrics.
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Avoid these at all costs in Q4 2024.
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You’ll unlock tremendous growth.

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Spending over 25k/mo and need ad creatives? Get in touch.

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Stan Olery

Driving DTC growth through cutting-edge creative strategies.

My agency creates high-impact ad creatives for fast-growing DTC brands like Embryolisse, Kachava, Vitamail, and more. Join 1000+ DTC brand operators for daily creative strategy SOPs that generated over $7M in revenue for our clients this past year!

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